Factor structure of content preparation for e-business web sites: results of a survey of 428 industrial employees in the People's Republic of China

To better fulfil customer satisfaction, a study of what content e-business web sites should contain is conducted. Based on background literature, a content preparation survey of 70 items was developed and completed by 428 white collar employees of an electronic company in mainland China. The survey aimed at examining the significant content factors of e-business web sites. The results of the study indicated a 0.75% internal consistency of the survey. Factor analysis of the data indicated 15 main content factors for e-business web sites, which accounted for 60.1% of total variance. The factors, in order of importance, are security content, quality content, service content, appearance description, contact information, aid function, customised function, search function, product specification, purchasing aid, price content, detailed description, comment content, matching product, review content. This study concludes with guidelines for the design of content preparation of e-business web sites.